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Crazy parents? A little genius watch, what a genius!

Crazy parents? A little genius watch, what a genius!

There is no phase

2024-05-25 18:00Published in Anhui

Crazy parents? A little genius watch, what a genius!
Crazy parents? A little genius watch, what a genius!

"I'm your mother!" "Break your legs!"

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Recently, many parents have reported that when chatting with their children through the Little Genius Phone Watch App, many words cannot be sent, and some words that are commonly used to educate their children have not been able to pass the system review.

Crazy parents? A little genius watch, what a genius!

Judging from the chat information, Xiao Tiancai's review of sensitive information has been "almost demonic".

Even if the child asks how many times a day to drink cough medicine, the reply "three times a day" has become inappropriate.

Some parents said that they once took a picture of the cover of a fairy tale book for their children to see, and wanted to ask their children for their purchase opinions, but they couldn't send it out.

Crazy parents? A little genius watch, what a genius!

In response to this perverted review, a reporter called to consult customer service, and the customer service said that because most of the people who use the watch are children, in order to create a green communication environment, some sensitive words or uncivilized words cannot be sent.

"Whether it's parents chatting with their children, or chatting with children, these contents can't be posted."

Why did the little genius suddenly strengthen the strict review of children's communication?

A big reason may be that in the past, there were some bad things in the little genius watch.

In June 2022, several major official media held the Little Genius watch accountable at the same time, at that time, the Little Genius phone watch had a variety of built-in apps similar to skins, games, etc., and there were a lot of inducing charging content, and children often unconsciously swiped away their parents' money.

In addition, a number of comic apps in the Little Genius app also contain pornography, violence, and unethical content.

In terms of games, there is even a bonus setting that says "If you fail the game, you just need to watch the ad to continue playing".

After several criticisms, Xiao Tiancai expressed active rectification.

On May 13, 2024, the little genius watch was on another hot search, and a parent in Liaoning posted that her daughter's little genius phone watch received a dirty graphic message from a friend.

Crazy parents? A little genius watch, what a genius!

The little genius also immediately responded to the investigation.

And judging from the current rectification situation of the little genius, the little genius is also quite fast.

So much so that netizens began to ridicule, "The little genius phone watch has its own understanding of prohibited words, driving every parent crazy." ”

And when #crazyparents# became a hot word, it was not the complaints of parents in exchange.

It's more recognition:

"No problem, it should be promoted industry-wide."

"Support the practice of little geniuses, and minors should reduce pornography and violence-related words."

"The filtering mechanism is pretty good, and the next time I buy a watch, I will buy a little genius."

High, really high.

In fact, for parents, the convenience of sending messages is not the main selling point of children's watches, on the contrary, most Chinese parents want to see an absolute or even harsh green environment.

The stricter the review mechanism is, the more parents will trust the little genius.

In fact, it was precisely because of this niche track that the little genius grabbed a fat piece of meat from the mouths of communication and social bigwigs such as Tencent and Xiaomi, Huawei, etc.

Crazy parents? A little genius watch, what a genius!

There is a world-renowned game company in Japan called "Nintendo".

The "Little Overlord consoles" we played when we were children, including the Swtich, which is now popular among young people, are all produced by Nintendo, and Nintendo is also one of the most profitable game companies in the world.

Why did Nintendo make such a profit, especially in the field of handhelds, and directly destroyed Sony?

To a large extent, it lies in one of the company's concepts - "horizontal thinking of withering technology".

Crazy parents? A little genius watch, what a genius!

Nintendo's consoles, for the most part, lag behind their contemporaries in terms of hardware levels.

However, Nintendo believes that whether the technology is new or mature enough is not the first place.

With backward technology and better ideas, you can get greater profits and premiums.

For example, the hardware level of Sony's PS3 and the number of 3A masterpieces were far ahead of Nintendo Wii, but Wii's sales were much higher than PS3, so that PS3 once sold one and lost one.

Crazy parents? A little genius watch, what a genius!

The Little Genius Watch seems to follow this philosophy as well.

In 2015, Xiao Tiancai found that smart phones are rising at a high speed, and the elderly machine is declining.

How to sell the old man at the price of a smartphone?

Little genius saw the potential of the children's mobile phone market.

The phrase "little genius phone watch, watch that can make calls" quickly entered the children's mobile phone market that is still blank.

With a huge investment in advertising and the sponsorship of head variety shows, the little genius watch quickly went out of the circle.

Judging from the feedback from dealers, the price of the little genius phone watch is between 398 yuan and 3000 yuan, and the price of the limited edition is even as high as 4999 yuan.

Compared with other watches, the profit of the little genius watch is several times higher, so offline merchants are also willing to promote the little genius.

And on the basis of mobile phones, Xiao Tiancai has also launched a faster and easier way to socialize - through "touch" directly offline to add friends.

"Without this watch, you can't join their little circle, you will be isolated."

One parent said that many of his classmates in his son's class wore little genius watches and established communication groups...... In order for the child to make friends, he can only buy it.

A small watch has become one of the social assets of the post-10s.

Crazy parents? A little genius watch, what a genius!

Judging from the data, there are about 170 million children aged 5 to 12 in China, and the market penetration rate of children's smart watches is about 30%, with an average of 1 in 3 children having a smart watch, which is almost the most popular product in the field of wearable devices.

Among them, the market share of Little Genius children's smart watches is more than 50%, the market share of the Huawei brand is about 25%, and the market share of the Xiaomi brand is about 9%.

In this way, the little genius is the absolute head in the field of children's watches.

Crazy parents? A little genius watch, what a genius!

Unique closed-loop socialization, precise positioning, high profits.

The driving force behind the little genius is the famous electronic company "backgammon".

And Jin Zhijiang, the founder of Little Genius, is also Duan Yongping's disciple.

Crazy parents? A little genius watch, what a genius!

In 2007, Duan Yongping assigned the children's education of BBK Group to his right-hand man Jin Zhijiang, who at that time saw the business opportunity of promoting English education in the country and launched the backgammon repeater, which soon became popular all over the country.

The so-called repeater is also the implementation of the "horizontal thinking of withering technology", directly on the basis of the original tape recorder, adding a little innovation, can make the backgammon repeater a big sale.

Moreover, the profit of the backgammon repeater was also several times that of the tape recorder with comparable performance at that time.

Ate a big cake from the market.

Crazy parents? A little genius watch, what a genius!

Then, BBK launched a point reader, electronic dictionary and other products on the basis of the repeater (in the 90s of the last century, the United States already had a bit of a reader).

Behind the advertising slogan "where you won't order" is the ultra-high premium of BBK products.

Until today, the launch of the little genius watch has used the tactic of "horizontal thinking of withering technology" to the extreme.

However, Chinese have always been good at imitation, and the marketing creativity of little genius watches has also been learned by many manufacturers.

According to data from the survey agency Canalys, the total shipments of smart watches in China have been gradually declining in recent years.

Crazy parents? A little genius watch, what a genius!

The main reason is that the latecomers Huawei, Xiaomi, iFLYTEK and other large manufacturers have entered the game, and the function upgrade degree of their own little genius is not large, resulting in a long replacement cycle and low replacement rate for users.

Just like Nintendo, a certain amount of creativity can only last a few years.

Today's little geniuses have bid farewell to the era of high growth, and if they want to continue to lead in the subdivided field, they have to come up with more ideas.

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  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!
  • Crazy parents? A little genius watch, what a genius!

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